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What is intelligent content's role in global markets? How does the content lifecycle affect business results? Though we are often concerned with cost of translation when developing content for global markets, traditional cost reduction practices (translation memory, reduced rates) simply aren't enough. Instead, we need to establish a profitable revenue stream by delivering quality product in global markets. By employing intelligent content with attention to globalization, we can ensure that the information we produce meets market and delivery demands in a timely manner. Delivered by Bill Swallow at the Intelligent Content Conference, February 2014.
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The Bottom LineGlobalization and the Dependence on
Intelligent Content
Bill Swallow, @billswallow#ICC2014, @scriptorium
flickr: epSos .deflickr: epSos .de
Bill Swallow, @billswallow❖ Technical Consultant, Scriptorium
❖ Global tech comm practices, process improvement, localization
You Are Here
Your Audience Is……Anywhere
Basic Project Steps
Concept
Implementation
Delivery
Concept
Implementation
Delivery
Basic Project Steps
Here Be Monsters
Dead End
Concept
Implementation
Source Language Delivery
Target Language Delivery
Basic Project Steps
Flickr: kenteegardin www.seniorliving.org
Chasing Savings
Flickr: stuartpilbrow
The Bottom Line
Flickr: See-ming Lee
Revisit The Goal
What’s the Bottom Line?
A Better Model
Concept
Implementation
Deliveryto all
global planning
intelligent content & internationalization
Content Appropriateness
Example: “home run”
• Widely understood in North America
• Understood but meaning/use may vary in other countries
• Not well understood in some countries
Example: “home run”
• Make note of the meaning and intent
• Work with local resources
• Develop an equivalent approach for each unique market need
Example: “home run”
Global Framework
Concept• Determine content types
(unique, adaptable, or global)
• Build a semantic taxonomy
• Identify gaps and potential issues
Content Types
Content Types
Tech Comm Marcom
Content Types
MachineTranslation
Trans-creation
Content Types
The Bottom Line
• Translation isn’t something you tack on at the end
• When you plan your content, you should plan for all targets
• Keep your target deliveries in sight
Questions?
